Buying a car can feel like a whirlwind of decisions, negotiations and gut checks—much like navigating public relations. As I recently ventured through the car-buying process, it struck me how many PR lessons I could glean from this experience.

From asking the right questions to building trust and understanding the market, the skills required in both situations are strikingly similar. Whether you’re securing a vehicle or managing a brand’s reputation, the fundamentals of strategy, critical thinking and relationship-building hold true.

Here are four key PR takeaways from my journey at the dealership.

#1: Critical Thinking: Always Do Your Homework

When you’re buying a car, it’s easy to get swept away by shiny features and enticing sales pitches. However, just as in public relations, critical thinking is essential. Before stepping foot in the dealership, I researched the market, read reviews, compared prices, and weighed the pros and cons of each model I considered.

In PR, the same principle applies—before crafting a campaign or responding to a crisis, it’s vital to understand the landscape, competitors, and potential challenges. Gathering information and thoroughly analyzing it helps make informed, strategic decisions that lead to better outcomes.

#2: Asking the Right Questions: Dig Deeper

Purchasing a car requires shoppers to ask the right questions, such as “What’s the car’s maintenance history?” and “How will this model hold its value over time?” Answers provide the shopper with a clearer picture of how they’re spending their money.

Similarly, PR professionals must ask probing questions to determine a client’s objectives, upcoming announcements, expectations, approval processes, etc. Asking good questions (and writing them down in advance) helps draw out vital information to accomplish a task. Intentional questions also help PR pros craft more authentic and transparent messaging for our clients.

#3: Building Trust: Relationships Matter

Successful car-buying experiences often come down to trust between the shopper and salesperson. Trust is equally critical in PR. A brand’s target audiences must believe in the brand’s promises. That belief is earned through consistent, reliable actions. In both car buying and PR, transparency, honesty and reliability are the cornerstones of trust.

During the car-buying experience, I abandoned one dealership after receiving a misleading explanation of why their sticker prices were higher than other locations. Breaking trust cost the dealership my business. Building trust is vital to the success of any business, and public relations plays a crucial role in establishing and maintaining trust through transparent and timely communication.

#4: Negotiation and Reputation: The Art of the Deal

In any car-buying scenario, negotiation is a given. How we handle negotiating affects the final price and sets the tone for the entire experience. Similarly, PR professionals negotiate constantly—whether securing media placements, managing client expectations, or navigating partnerships. The ability to strike the right balance in these negotiations is crucial. A well-executed negotiation can elevate a brand’s reputation, while a misstep can erode trust.

For example, securing an exclusive interview with a top journalist through thoughtful negotiation can significantly enhance a brand’s credibility and visibility. However, overpromising access or delivering incomplete information can lead to strained relationships, damaging both media trust and the brand’s reputation. PR professionals must create value without compromising integrity.

In both car buying and public relations, success hinges on preparation, communication, and building meaningful relationships. Just as I navigated the dealership with strategy and foresight, PR professionals must approach their work critically, asking the right questions and maintaining trust at the core of every decision. Whether you’re negotiating a purchase or a media placement, the lessons from this experience underscore the importance of integrity, clarity, and realistic expectations. In both arenas, it’s not just about closing the deal—it’s about creating lasting value and ensuring a positive reputation well into the future.